Sephora: Facebook success

Chain of beauty stores Sephora has recently finished a great 15-day campaign which allowed the beauty brand to
enlarge its impressive 3 million fan base and engage even more users. Take a
look at the details.

The market for cosmetics and other beauty products has
always provided a fruitful ground for social interaction: discussion forums,
how-to’s and beauty tips are sought out and provided by a huge community of
women interested in good looks. Sephora store chain provides a platform for
such a community and uses it to its own advantage as 3.5 million Facebook fans comment
on, like and share its content.

1) Provides a forum space for fans to interact, discuss
beauty issues and get lots of tips2) Gathers users’ feedback on their products and services3) Offers a fan-only weekly gift or another exclusive perk
on ‘Fan Fridays’

Sephora’s recent campaign called “15 Days of Beauty
Thrills” featured a series of daily sweepstakes with prizes such as a Fiat
with a Gucci interior and a trip for two to LA, plus “mini thrills” in the form
of different cosmetic products given away every day. A fan-gate of the Facebook
app encouraged users to like Sephora’s page for an exclusive preview of
tomorrow’s “thrill”.

According to the company’s SVP of digital, this
campaign made Sephora’s fan base grow six times faster. But of course, its
success was built upon the results of Sephora’s regular social media activity
which engages hundreds of users every day!